Identifying associations between mobile social media users’ perceived values, attitude, satisfaction, and eWOM engagement: The moderating role of affective factors

Recently, the explosive growth of mobile social media technologies has dramatically transformed individuals’ interpersonal interaction, decision-making, and daily lifestyles. The primary objectives of this current article are to investigate the possible influences of perceived values (hedonic and utilitarian) on WeChat users’ affective responses (attitude and satisfaction) and electronic word-of-mouth (eWOM) engagement. This study represents one...